From Cold Database to $224,000 in Pipeline: 44 Opportunities and $12,708 Closed From a List They Already Owned

Here’s how we built it 👇

The Situation

Brothers Gutters is a gutter installation and repair franchise with over 500 locations across the US. This campaign was built for one franchise location in Jacksonville, Florida.

Like most franchise locations, they had been generating leads and estimates for years. Past clients, people who had requested quotes, referrals that came in and went quiet. By the time we started working together, that list had grown to 5,673 contacts going back to 2020.

Most of them had never been followed up with properly.

Not because the team wasn’t doing their job. There was just no system for it. No reactivation process, no nurture sequence, nothing that went back and worked the list. The focus was always on new jobs, and the database just kept growing untouched.

5,673 contacts. An average estimate value of $2,894. And no process to go back and recover any of it.

That’s the gap this campaign was built to close.

What We Built

The strategy was straightforward: contact the full list in a structured way, handle replies automatically, and book appointments without the team needing to manage conversations manually.

Starting With Email

Email gives people the space to read it when they’re ready and reply if they’re interested. So that’s where we started.

Inbox Setup

Before sending anything, we set up and warmed 9 dedicated inboxes across multiple domains over 4 weeks. Each domain was configured properly so emails land in the inbox, not spam. Most outreach campaigns skip this step entirely - and that’s usually why they don’t get replies.

Once the campaign launched, each inbox was capped at 15 emails per day. Across 9 inboxes, that’s 135 emails going out daily - enough to work through the list steadily without burning sender reputation.

The Email Sequence

The sequence is one main email and two follow-ups, sent automatically. The offer was simple: a free gutter inspection.

Some people replied within minutes. A few said they still wanted to go ahead with a quote they had requested years ago.

SMS and Voice Memos

Anyone who doesn’t reply to the email sequence gets followed up with SMS and voice memos. This phase ran across the rest of the list once the email sequence had worked through the first batch.

The Chatbot

When someone replies, an AI Sales Concierge trained on Brothers Gutters’ services, pricing, and FAQs takes over the conversation. It answers questions, handles objections, and books the appointment. No one on the team needs to get involved until the job is confirmed. Once the appointment is booked, the sales people receive a calendar invite and confirmation to take over the closing. The system integrates directly with ServiceBridge and Hatch, so booked appointments land straight in the tools the team already uses.

Results Then and Now

These numbers show the full arc of the campaign, from the first batch we contacted to where things stand today.

25 appointments booked from 603 emails. At an average job value of $2,894, that’s up to $72,350 in potential revenue - from a list that had been sitting untouched for years.

64% of people who replied booked an appointment. No one on the team was managing conversations or chasing replies. The system handled it.

Those first 603 contacts were the test batch, run to confirm the sequence and the chatbot were working before the rest of the list got the same treatment. Once the numbers held up, we rolled the same system out across the remaining contacts.

Full campaign results:

The campaign had returned significantly more than it cost before 83% of the list was even contacted. 27 qualified estimates are still outstanding, and 6 have closed to date, a 22.2% close rate on legitimate opportunities. The 18 contacts that turned out to have no real opportunity were removed from these figures, so every number above reflects a qualified result.

"The close rate is low right now, but climbing. This pipeline will keep us busy for months."
Rich Beyer, Owner, Brothers Gutters Jacksonville

Week One Deals That Stood Out

Beyond the appointment volume, week one surfaced three specific opportunities that show what a database reactivation actually uncovers. None of these came from new ads. All three came from a list that had been sitting untouched for years.

Three deals. One week. $128,000 in identified pipeline. From a list that had been sitting untouched for years. No new ads. No new leads.

How It Works

01. We work your existing list. Past customers, open estimates, and leads that went quiet. A structured multi-channel sequence runs automatically across email, SMS, and voice.

02. The AI Sales Concierge handles every reply. Trained on Brothers Gutters' services, pricing, and FAQs, it answers questions, confirms appointments, and sends reminders. Your team only steps in once the job is on the calendar.

03. It's done for you. No platforms to learn, no sequences to manage. AI Formula builds it, runs it, and optimizes it, and it integrates with the tools you use on a daily basis.

Unexpected Bonus: Commercial and Property Management

Six of the 44 opportunities that surfaced from this residential gutter company's dormant database turned out to be commercial or property management contacts. That includes a community association manager overseeing 11 condo buildings, who booked an inspection in week two.

For franchise owners serving commercial properties, HOAs, or multifamily accounts, the reactivation campaign surfaces that pipeline automatically. There's no separate outreach required to find it.

What This Means for Other Franchises

Every franchise location is sitting on a version of this same database. Years of estimates, past clients, people who enquired and never converted. Most of that list has never been properly worked.

This campaign shows what’s possible when you go back and work it properly.

You don’t need to run more ads. You don’t need to hire someone to manage outreach. The contacts are already there. This is the system that goes and gets them.

How many open estimates do you have sitting in your system right now?

Want to Run This for Your Location?

We build automated reactivation systems for home services businesses and franchise operators. The setup is done for you - inbox infrastructure, email sequences, chatbot, SMS follow-up. Your team doesn’t need to change how they work.

A short call is usually enough to figure out what’s possible with your list.